The Shadow Bra Industry: Uplifting the Girls with Lisa Cole

Today I continue my Shadow Bra Industry series with the final of four women that I interviewed who are forging separate paths to help women find their perfect fit. Earlier I introduced you to two New Yorkers, Jessica and Anina, one Chicagoan, Adrienne McGill, and two direct sales companies, Peach and Essential Body Wear. Today you get to meet Lisa Cole.

Each of the women in this series has taken a separate path to storeless fitting. Lisa Cole began with the biggest store of them all–Nordstrom. She started in their lingerie department in 1993 with seven other women. By the end of her first year, she was the only one remaining. Everyone else had either quit or transferred to a less challenging department. As Lisa explained, lingerie is hard work because there is so much detail involved. You have to be passionate about helping women find the right bra. Otherwise, all the details will scare you away.

Lisa has stuck with the details for 23 years and is still going strong. Today she delivers motivational speeches to women’s groups and helps new store owners find their way. She also continues to work with individual clients who find her through events and referrals. Although based in Los Angeles, she can meet with clients in any city where she has a speaking engagement, which is how I met her in New York City six years ago when she put me into the Panache Tango.

I now prefer other bra shapes and styles, but my experience of being perfectly fitted into the Tango is one reason I know I can trust Lisa to take care of others. After my fitting , I would flash my Tango at every female lingerie store owner that I met, and they’d always be impressed. The other reason for my trust is that Lisa told me, “It is imperative that women feel good about themselves. That’s my bottom line.” Good fit alone isn’t enough. If a client’s response to a bra is, “I guess I can live with this,” Lisa makes sure she doesn’t have to.

Lisa’s typical client is the woman who has been to ten different fitters and stores, has shopped online, and is exhausted. Lisa works with every demographic–she wants the Walmart customer and the Nieman customer. She also works with every niche, including weight gain and loss (she recently helped a client who had dropped from a size 18 to 8 and needed swimwear for a Hawaii vacation), pregnancy, nursing, cancer, breast augmentations, and reductions. Many of Lisa’s clients work 60-hour weeks, and they appreciate that Lisa can have them in and out in an hour with everything from bras to swimwear and everything in between.

If you send your friend to Lisa, what type of experience can she expect? First, the private consultation can take place in your friend’s own home or at a store. Lisa’s approach is consultative because her goal is to help each client into a space where she says, “Oh, OK, I feel good around her.” To determine your friend’s size, Lisa brings a set of bras with her in every size. Afterwards, she shows your friend what she has with her (a curated set based on customer favorites) and what can be ordered in over 100 brands. In-home consultations are great because Lisa can help a client with solutions for what is actually in her closet. On the other hand, she also offers fun group sessions that cost a lot less.

Lisa has watched a lot of changes in the bra fit industry and has been a pioneer as a private fitter. However, her biggest love is simply helping women. As she put it, she may be a speaker, expert and authority on women’s intimate apparel, but lingerie just happens to be her teaching platform to help women see themselves differently through shaping their bodies.

 

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